--- title: "Model kit brands: Which are searched most?" description: "Compare the model kit brands people buy. Share of Search among Tamiya, Revell, Airfix, Hasegawa and Italeri, the model kit brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/model-kit-brands" publisher: "Brandwave" --- # Model kit brands: Which are searched most? Compare the model kit brands people buy. Share of Search among Tamiya, Revell, Airfix, Hasegawa and Italeri, the model kit brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Model kit brands - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Tamiya, 53.2% ## Which brand is most popular in search among model kit brands worldwide? - In August 2026, Tamiya was the most searched among model kit brands worldwide, with an estimated 165K branded searches and 53.2% estimated Share of Search within this set. - Revell is in 2nd place, 37.2 percentage points behind at 16% Share of Search. - Across the 11 months ending August 2026, Tamiya’s estimated Share of Search among model kit brands worldwide peaked at 55.9% in June 2026 and was lowest at 46.4% in November 2025. - Across the 11 months ending August 2026, Revell’s estimated Share of Search among model kit brands worldwide peaked at 21.3% in December 2025 and was lowest at 13.7% in June 2026. - Across the 11 months ending August 2026, Airfix’s estimated Share of Search among model kit brands worldwide peaked at 17.5% in January 2026 and was lowest at 12.8% in May 2026. - Across the 11 months ending August 2026, Hasegawa’s estimated Share of Search among model kit brands worldwide peaked at 10.7% in October 2025 and was lowest at 8.9% in July 2026. - Across the 11 months ending August 2026, Italeri’s estimated Share of Search among model kit brands worldwide peaked at 8.6% in May 2026 and was lowest at 6.3% in November 2025. - Across the 11 months ending August 2026, Tamiya, Revell, Airfix, Hasegawa and Italeri held steady: their estimated Share of Search among model kit brands worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Tamiya vs Revell: compare search popularity](/demand/global-en/compare/revell-vs-tamiya): 53.2% against 16% Share of Search. - [Tamiya vs Airfix: compare search popularity](/demand/global-en/compare/airfix-vs-tamiya): 53.2% against 13.1% Share of Search. - [Tamiya vs Hasegawa: compare search popularity](/demand/global-en/compare/hasegawa-vs-tamiya): 53.2% against 10.7% Share of Search. - [Tamiya vs Italeri: compare search popularity](/demand/global-en/compare/italeri-vs-tamiya): 53.2% against 7.2% Share of Search. - [Revell vs Airfix: compare search popularity](/demand/global-en/compare/airfix-vs-revell): 16% against 13.1% Share of Search. - [Revell vs Hasegawa: compare search popularity](/demand/global-en/compare/hasegawa-vs-revell): 16% against 10.7% Share of Search. - [Revell vs Italeri: compare search popularity](/demand/global-en/compare/italeri-vs-revell): 16% against 7.2% Share of Search. - [Airfix vs Hasegawa: compare search popularity](/demand/global-en/compare/airfix-vs-hasegawa): 13.1% against 10.7% Share of Search. - [Airfix vs Italeri: compare search popularity](/demand/global-en/compare/airfix-vs-italeri): 13.1% against 7.2% Share of Search. - [Hasegawa vs Italeri: compare search popularity](/demand/global-en/compare/hasegawa-vs-italeri): 10.7% against 7.2% Share of Search. ## How did search popularity change for model kit brands worldwide in August 2026? - In August 2026, Hasegawa gained estimated Share of Search among model kit brands worldwide, from 8.9% to 10.7%. - In August 2026, Tamiya lost estimated Share of Search among model kit brands worldwide, from 54.2% to 53.2%. - Italeri’s estimated Share of Search among model kit brands worldwide has lost ground for 3 months in a row, from 8.6% to 7.2% in August 2026. - Estimated monthly branded searches for Airfix worldwide fell 18.2% over 11 measured months, from 49.5K to 40.5K in August 2026. - Estimated monthly branded searches for Revell worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Tamiya | 53.2% | 165K | 0.0% | Tamiya | | 2 | Revell | 16% | 49.5K | 0.0% | Revell | | 3 | Airfix | 13.1% | 40.5K | 0.0% | Airfix | | 4 | Hasegawa | 10.7% | 33.1K | +22.1% | Hasegawa | | 5 | Italeri | 7.2% | 22.2K | 0.0% | Italeri | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Tamiya | 201K | 53.1% | 1 | | Oct 2025 | Revell | 60.5K | 16% | 2 | | Oct 2025 | Airfix | 49.5K | 13.1% | 3 | | Oct 2025 | Hasegawa | 40.5K | 10.7% | 4 | | Oct 2025 | Italeri | 27.1K | 7.2% | 5 | | Nov 2025 | Tamiya | 201K | 46.4% | 1 | | Nov 2025 | Revell | 90.5K | 20.9% | 2 | | Nov 2025 | Airfix | 74K | 17.1% | 3 | | Nov 2025 | Hasegawa | 40.5K | 9.4% | 4 | | Nov 2025 | Italeri | 27.1K | 6.3% | 5 | | Dec 2025 | Tamiya | 201K | 47.2% | 1 | | Dec 2025 | Revell | 90.5K | 21.3% | 2 | | Dec 2025 | Airfix | 60.5K | 14.2% | 3 | | Dec 2025 | Hasegawa | 40.5K | 9.5% | 4 | | Dec 2025 | Italeri | 33.1K | 7.8% | 5 | | Jan 2026 | Tamiya | 201K | 47.6% | 1 | | Jan 2026 | Airfix | 74K | 17.5% | 2 | | Jan 2026 | Revell | 74K | 17.5% | 3 | | Jan 2026 | Hasegawa | 40.5K | 9.6% | 4 | | Jan 2026 | Italeri | 33.1K | 7.8% | 5 | | Feb 2026 | Tamiya | 165K | 49.2% | 1 | | Feb 2026 | Revell | 60.5K | 18% | 2 | | Feb 2026 | Airfix | 49.5K | 14.8% | 3 | | Feb 2026 | Hasegawa | 33.1K | 9.9% | 4 | | Feb 2026 | Italeri | 27.1K | 8.1% | 5 | | Mar 2026 | Tamiya | 165K | 49.2% | 1 | | Mar 2026 | Revell | 60.5K | 18% | 2 | | Mar 2026 | Airfix | 49.5K | 14.8% | 3 | | Mar 2026 | Hasegawa | 33.1K | 9.9% | 4 | | Mar 2026 | Italeri | 27.1K | 8.1% | 5 | | Apr 2026 | Tamiya | 165K | 51.7% | 1 | | Apr 2026 | Airfix | 49.5K | 15.5% | 2 | | Apr 2026 | Revell | 49.5K | 15.5% | 3 | | Apr 2026 | Hasegawa | 33.1K | 10.4% | 4 | | Apr 2026 | Italeri | 22.2K | 7% | 5 | | May 2026 | Tamiya | 165K | 52.3% | 1 | | May 2026 | Revell | 49.5K | 15.7% | 2 | | May 2026 | Airfix | 40.5K | 12.8% | 3 | | May 2026 | Hasegawa | 33.1K | 10.5% | 4 | | May 2026 | Italeri | 27.1K | 8.6% | 5 | | Jun 2026 | Tamiya | 165K | 55.9% | 1 | | Jun 2026 | Airfix | 40.5K | 13.7% | 2 | | Jun 2026 | Revell | 40.5K | 13.7% | 3 | | Jun 2026 | Hasegawa | 27.1K | 9.2% | 4 | | Jun 2026 | Italeri | 22.2K | 7.5% | 5 | | Jul 2026 | Tamiya | 165K | 54.2% | 1 | | Jul 2026 | Revell | 49.5K | 16.3% | 2 | | Jul 2026 | Airfix | 40.5K | 13.3% | 3 | | Jul 2026 | Hasegawa | 27.1K | 8.9% | 4 | | Jul 2026 | Italeri | 22.2K | 7.3% | 5 | | Aug 2026 | Tamiya | 165K | 53.2% | 1 | | Aug 2026 | Revell | 49.5K | 16% | 2 | | Aug 2026 | Airfix | 40.5K | 13.1% | 3 | | Aug 2026 | Hasegawa | 33.1K | 10.7% | 4 | | Aug 2026 | Italeri | 22.2K | 7.2% | 5 | | Sep 2026 | Airfix | — | — | — | | Sep 2026 | Hasegawa | — | — | — | | Sep 2026 | Italeri | — | — | — | | Sep 2026 | Revell | — | — | — | | Sep 2026 | Tamiya | — | — | — | ## What is being compared - **Airfix**: Measured on the search term “airfix”. - **Hasegawa**: Measured on the search term “hasegawa”. - **Italeri**: Measured on the search term “italeri”. - **Revell**: Measured on the search term “revell”. - **Tamiya**: Measured on the search term “tamiya”. - [Airfix](/demand/global-en/brands/airfix) - [Hasegawa](/demand/global-en/brands/hasegawa) - [Italeri](/demand/global-en/brands/italeri) - [Revell](/demand/global-en/brands/revell) - [Tamiya](/demand/global-en/brands/tamiya) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among model kit brands worldwide? In August 2026, Tamiya was the most searched among model kit brands worldwide, with an estimated 165K branded searches and 53.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Model kit brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/model-kit-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/model-kit-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.